theory of human motivation that include five basic levels of human needs. Physiological Needs(thirst, hunger)->Safety Needs(Security, protection)->Social Needs(sense of belonging,love)->Esteem Needs(recognition, status)->Self Acutalization.Lower-level needs are an ongoing source of motivation for consumer purchase behavior. People are unlikely to move through the needs hierarchy in a stair-step manner. Because basic, lower level needs are met in most developed countries, marketers often target consumers' higher-level needs in order to sell products. Advertising can be used to show how a brand can fulfill these needs.